How does the world's perception of Japan's value change across generations? ─ The enduring appeal of Japan's ever-evolving identity ─

The Japan Brand Survey is Dentsu Inc.'s proprietary commercial marketing research initiative launched in 2011. Its purpose is to understand the attitudes and behaviors of overseas residents regarding Japan brands in general, including inbound tourism, regional revitalization, the food sector, Japanese products, and lifestyle. Now in its 15th year, the Japan Brand Survey 2025 features the largest-ever scope, covering 20 countries and regions ( Survey Overview ), over 80 brands, and more than 10 themes.

The first installment broadly introduced the findings, focusing on tourism and a sustainable future. The second installment focused on "regional tourism," conveying perspectives that "regions" should consider to achieve sustainable tourism.

Part 3 examines how Japan's appeal is perceived by different generations, such as Generation X and Generation Z. We delve deeper into the essence of "Japan-ness" as seen from the world and consider key points for communicating Japan's appeal, both past and future.

Changing Symbols of Japanese Identity

The top symbols of Japan as seen by foreigners are "sushi," "cherry blossoms," and "Mount Fuji," featuring iconic elements like food and nature. However, these symbols are not uniform, and differences exist by country and region.

While "Mount Fuji" ranks high in Asian countries, it consistently ranks lower in Western countries except France and Italy.Meanwhile, Vietnam's top 10 includes "tea ceremony," "udon," and "cars," though cars rank 15th overall. France's top 10 features "judo," "bonsai," and "soy sauce," but soy sauce ranks 24th overall. These deviations from the overall trend suggest they have gained unique popularity or traction within each specific country.

Following the overall trend, "Manga/Anime" ranks 4th and "Ramen" ranks 6th, representing the so-called "new forces." Examining scores by country/region, "Manga/Anime" scores highly in Southeast Asian nations like the Philippines, Malaysia, and Thailand, as well as European countries like France, Spain, and Italy. Similarly, "Ramen" achieves high scores in the Philippines, Malaysia, and Thailand.

Next, let's examine countries/regions showing distinct characteristics from the overall trend. In Saudi Arabia, not only "Automobiles" but also equipment like "Home Appliances" and "Cameras" ranked highly. Another notable feature is the prominence of software content such as "Manga/Anime," "Games," and "Movies/Dramas Featuring Japan." A similar trend is observed in India.

Next, we compare across generations. Among Generation Z, "Manga/Anime" ranks highly after "Cherry Blossoms," surpassing "Mount Fuji" and "Sushi" – a significant difference compared to other generations, particularly Generation X. "Ramen" also scores higher than in other generations, suggesting a distinct perspective on Japan compared to previous generations.

Soft power as a new gateway stimulating interest in Japan

Next, let's examine the reasons for visiting Japan. "Japanese food" and "Japanese products" are very strong factors. "Japanese food" ranks highly in Southeast Asian countries like the Philippines, Thailand, and Vietnam, with "Japanese products" showing a relatively similar trend. Following these are "Recommendations from family or friends" and "A positive experience from a previous visit to Japan." Next come "Influence of anime/manga," "Posts by influencers about their Japan trips seen on SNS," and "Influence of movies or dramas."

When isolating "influence of anime/manga" and "influence of movies/dramas," "anime/manga" is prominent in many Southeast Asian countries except Singapore, while "movies/dramas" shows higher prominence in Southeast Asia and also in some European countries.

Now, let's revisit the generational trends. Among Gen Z, "influence of anime/manga" is high at 36%, compared to 16% for Gen X. Similarly, "influence of movies/dramas," at 29% for Gen Z, is only 17% for Gen X.

Among Gen Z, interest in Japanese food and favorability toward Japanese products are also higher than among Gen X, suggesting entertainment content sparked their interest in various aspects of Japan.

What they want to experience in Japan: "Classic tourism + experiences like living in Japan"

Alongside experiences like trying Japanese cuisine and traditional culture, or enjoying nature and the four seasons, modern elements such as "strolling through downtown areas," "visiting theme parks," and "shopping at convenience stores" are also appealing. While visiting typical tourist spots is a given, there's a noticeable desire to "travel like a local" and get a glimpse into everyday Japanese life."Shopping at convenience stores" is particularly high in Hong Kong, Taiwan, and Malaysia, while "shopping at drugstores" is especially high in Taiwan and Hong Kong.

So what do people want to buy at convenience stores? Food items dominate the top choices. Items that satisfy hunger like "sushi," "rice balls," and "cup noodles" are popular, as are sweet treats like "ice cream," "sweets," and "Japanese confectionery." Regarding "sushi," the intention to purchase it at convenience stores is stronger among foreign tourists than among Japanese people, giving the impression that this is something unique to foreign visitors.

At drugstores, "cosmetics (skincare)" and "cosmetics (makeup)" rank highly.

Products purchased at convenience stores also show significant differences by country and region. Among these, cup noodles are one item with relatively high purchase intent globally, exceeding 30% in most countries and regions. This trend clearly demonstrates the solid global standing of "Japanese cup noodles."

Within drugstore "cosmetics," a notable characteristic is the difference in purchase intent between "skincare" and "makeup" by country/region. Countries/regions where skincare purchase intent is high but makeup intent is low include Italy, China, France, and Singapore. This reflects the trust and popularity of Japanese skincare products.

The experiential value sought by younger generations is becoming Japan's new appeal!

Globally, Japan has long been popular as a country rich in appeal, including traditional culture, nature, and the four seasons, and this trend is expected to continue. However, it has become clear that many foreigners, especially younger generations, are passionately viewing Japan from a different perspective than before. To promote Japanese products and services worldwide and continuously attract tourists to Japan, there is potential in initiatives focusing on this new appeal of Japan.

When we consider that trips like "eating the ramen the protagonist ate in your favorite manga/anime, spending a day at a theme park, buying and eating sushi at a convenience store trending on social media, and buying and trying skincare products introduced by influencers at a drugstore" are becoming the ideal Japanese experience for some foreign tourists, the experiential value hidden in "everyday life for Japanese people" seems limitless. Perhaps significant opportunities still lie dormant in our daily lives.

【Contact for Inquiries】
Dentsu Inc. Japan Brand Project Team
japanbrand@dentsu.co.jp

Japan Brand Research Hub Page
https://www.dentsu.co.jp/knowledge/japan_brand/ 　

【Purpose of the Dentsu Inc. Brand Survey】
Dentsu Inc.'s proprietary commercial marketing research, initiated in 2011 to understand how Japanese products and services were perceived globally when reputational damage occurred to Japanese agricultural and marine products and inbound travel following the Great East Japan Earthquake.The Japan Brand Survey regularly gauges overseas consumers' perceptions and actual behaviors regarding the Japan Brand in its entirety, covering areas such as overseas travel, inbound tourism, culture, regional revitalization, Japanese food, Japanese products, and lifestyle. It visualizes the changing sentiments of consumers and the challenges and potential of the Japan Brand, contributing to increasingly complex corporate activities while also promoting cross-cultural understanding within Japanese society.

【Dentsu Inc. Brand Survey 2025: Survey Overview】
・Target Areas: 20 countries/regions (United States, Canada, Australia, United Kingdom, Germany, France, Italy, Spain, Saudi Arabia, India, Indonesia, Singapore, Malaysia, Philippines, Thailand, Vietnam, Mainland China, Hong Kong, Taiwan, South Korea)
・Respondent Criteria: Men and women aged 20–59 (middle-income and above)※2
・Sample Size: 12,400 (Breakdown: USA & Mainland China: 1,600 each, India: 1,200, South Korea, Taiwan, UK: 800 each, Other countries/regions: 400 each) ※3
・Survey Method: Online survey
・Survey Period: May 20 to June 22, 2025
・Research Organizations: Dentsu Inc. (Principal Investigator), Video Research Ltd. (Implementation Support)

[Notes and Disclaimers]
※1: Mainland China coverage primarily includes Tier 1 cities; India coverage includes Delhi, Mumbai, and Bengaluru; Australia coverage is limited to the Sydney metropolitan area; Southeast Asia coverage is primarily limited to metropolitan areas.
※2: Definition of Middle Income Class: Conditions set per country based on national average income (e.g., OECD statistics) and social class classification (SEC).
※3: For all countries/regions, samples were collected with equal allocation by gender and age group, then weighted back to match the population composition.
※4: Proportions in this survey are rounded to the second decimal place (or first decimal place for some integer values), so totals may not add up to 100%.
※5: For creating figures and tables in this survey, the names of countries and regions analyzed use the international standard ISO Country Code (ISO 3166-1 alpha-2), with some exceptions.
United States/US, Canada/CA, Australia/AU, United Kingdom/UK, Germany/DE, France/FR, Italy/IT, Spain/ES, Saudi Arabia/SA, India/IN, Indonesia/ID, Singapore/SG, Malaysia/MY, Philippines/PH, Thailand/TH, Vietnam/VN, Mainland China/CN, Hong Kong/HK, Taiwan/TW, South Korea/KR
※6: The names of countries and regions used in this survey report and on our website follow the longstanding views of the Japanese government, as well as Japanese social norms and business practices.
※7: The names of countries and regions used in this survey are for statistical or analytical convenience only and do not indicate any political stance or opinion.
※8: Maps used in this survey (world map and Japan map) have been partially modified or cropped to suit the analysis content and page layout and may not always accurately reflect national borders or territorial boundaries.
※9: This survey is commercial marketing research aimed at understanding the lifestyle habits and brand preferences of general consumers. Since its inception, it has consistently been conducted through commissioned fieldwork providers in strict compliance with local laws and regulations and public order and morals.Surveys in China are conducted through survey contractors holding the foreign-related survey permits required by Chinese authorities. Our company does not conduct market research activities within China itself. Furthermore, we monitor and review operational practices as necessary, taking into account developments such as changes in laws and regulations.
※10: Response data collected in this survey is lawfully obtained, managed, and processed in accordance with the relevant laws and regulations of each target market. The data received by our company consists solely of aggregated data that has been anonymized in a manner that does not identify specific individuals and cannot be restored. It does not contain any personal information.